In August 1981, MTV went on air for the first time ever. Guess what the first video they showed was? Video Killed The Radio Star by new wave band, The Buggles. It’s no surprise that MTV wasn’t one for subtlety.
Now, more than twenty years on, it’s a song title that continues to ring true as demonstrated by TikTok’s meteoric rise in popularity and the continuous decline in radio listening. And today’s brands are taking notes — a recent report shows that 60% of businesses now use video as a marketing tool. This statistic, coupled with the announcement that the social media giant, Instagram, will prioritize video over photo content, highlights that video marketing is very much here to stay.
But what does this mean for small businesses that may not have the time or resources to make videos? We’ll give you a rundown on how video marketing can help your business, as well as a few ideas on how to make video content work for you.
The Benefits of Video Marketing
It’s fun! For viewers, a video is a form of content that’s simple and easy to digest. Indeed, 72% of consumers report that they would prefer to learn about a product or service through a video. Plus, when a video is easy to understand, people are more likely to share it. This is great for businesses as it’s a surefire way to attract new customers and grow organically.
Marketers have also noted that there is a much better return on investment on video than static imagery. Whilst the bottom line shouldn’t dictate how a company is managed, it’s nonetheless an important indicator of where it should be heading.
You may be thinking that this is all well and good, but what about the cost of creating content? Well, small businesses shouldn’t feel intimidated because of seemingly high budgets. Last year, marketers said that they spent $300 or less on producing videos. Let’s not forget that there are free, high-quality video editing programs, such as Vimeo Create and Canva, that can help bring your ideas to life. If you prefer using apps, you can try TikTok’s video editor or InShot.
These tools are designed to be quick and easy to use, and you don’t have to be technology-savvy to create good content. Simply put, small businesses shouldn’t miss out on a video marketing strategy because of a perceived lack of skill or budget restrictions.
Part One: Video Ideas For Your Small Business
To get started, let’s take a look at some video ideas that could work for your business.
An Introduction
Everything starts with an introduction! For new businesses entering the market, this is a great way to present your products or services and really lay out your company’s values. You can show them off in action, taking care to highlight their benefits and how they can seamlessly fit into people’s routines. Think about what separates your business from the rest, and make sure this is addressed in your video.
LivinLavish, a Canadian jewelry company, announced its website launch via TikTok. They used a popular audio sound from the TV series, the Office, which helps the video to be seen by more users as well as appealing to the humor of their target audience.
You can also get your team involved and they can describe what the business is all about, after all, consumers respond best when there is a human element involved.
A Testimonial
As social beings, there’s no denying that other people’s opinions matter, and what could be more impactful than a video testimonial? When we read statistics that 92% of consumers look up a testimonial online before making a purchase, it’s a wonder that there aren’t more testimonials on a company’s website.
Tota draws anime characters on fabric canvases, phone cases, or glass for commission only. One of his clients created a Tiktok testimonial, which he then reacts to. The advantages of doing this are two-fold: firstly, the original video draws attention to the business via the client’s own followers on the app, and secondly, this is a great way for Tota to continue engaging with his customer after the sale.
An Explainer
People have questions and you want your business to answer them! Explainer videos can range from a tutorial on how to correctly use a product to teaching the audience a skill.
With Love, Imoni is a small business based in the US that focuses on natural skincare. The founder explains her reasons for kickstarting her company on TikTok.
Go Behind-the-Scenes
Most of today’s consumers are aware of their buying power and take an interest in the company they’re purchasing from. They want to know important details such as where their products come from and who makes them, so a sneak peek into the day-to-day is perfect.
The handmade cosmetics brand, Lush, has developed a series called How It’s Made for some of its products. Each video is narrated by a different team member, who discusses the ingredients used and the benefits of using the haircare/skincare product.
For small businesses, the video can be as simple as showing consumers how items are packaged. PassioKnitGoods, a US-based company that makes handmade crochet clothing, shows exactly this in their TikTok.
So, a behind-the-scenes video isn’t limited to a boring factory tour. You can diversify your content by interviewing your team or showing the backstage process of company events. Consumers want to buy from real people, so adding a touch of personality is a valuable asset.
Part Two: How To Share Your Videos
Email Your Customers
I won’t lecture you about the advantages of having an email newsletter for your brand. So if you don’t already have one, it’s time to get writing! (Psst..we’ve written about the best free content writing tools for entrepreneurs to help you get the ball rolling.)
Now it’s time to keep your customers engaged and up-to-date with your business by sharing your video content. According to HubSpot, adding a video to an email can increase click rates by 300%. You’ve made the content, now include it in your email!
Unlike a website, you can’t embed a video into an email and stream it from YouTube or Vimeo. To add video content into your emails, you have two options:
- You can embed a GIF of your video with a “click here to watch full video” call to action
- Alternatively, you can embed a still photo of your video, and when subscribers click the “Play” button, they’ll be re-routed to your video’s URL.
Share It On Social Media
Try experimenting with different platforms including YouTube, TikTok and Instagram, and test what type of video content works according to your audience. Does your Instagram audience prefer 15 or 60 seconds Reels? Is your TikTok audience attracted to videos that use the latest songs?
Connecting to the right audience for your business takes time, but it’s worth growing a loyal and engaged group of followers instead of a bunch of spammy bots. You can easily divide long video content into bite-size pieces so they are easily shareable on social media. Regardless of the platform, try to include subtitles in your videos for ease of accessibility too.
Add Video To Your Website
Statistics have shown that including a video here can increase conversion rates by as much as 86%. So once you’ve made your content, why not share it on the most viewed page of your website to maximize impact?
You can break up the information on the other pages of your site with video too. For example, for a clothing brand, as well as having static imagery of the clothes, you can include a video of a model wearing the garments and showing how it fits. You want to elongate the time a user spends on your website as much as possible — the longer they browse, the more likely it is that this will lead to a sale!
We can’t rewind, we’ve gone too far — it’s time to join the video revolution if you haven’t already!
If you need help embedding video into your business’s digital marketing strategy, then contact us! We’d love to hear from you.